The Tourism Destination Brand Equity Modeling Study In Sanfangqixiang Of Fuzhou City:a Perspective Of Visitors

The tourism market affected by the rapid development of tourism industry has beco me increasingly mature. With tourists’demand tend to be more diversity and personal, the tourism products become more and more homogeneous, et al., the tourism destination are getting replaceable more easily, and the uniqueness, as the major competitive advantage i t relies on to survival, is gradually lost. Under this circumstance, using the tourism destina tion brand strategy can not only highlight the typical characteristics of tourism products a nd service, but also help to establish a close emotional connection with visitors, thus achie ving the diversified competition. Now, the tourist destination brand has become a sustaina ble competitive advantage of destination marketing organization.Foreign brand theory applied to tourism destination research began in the 1990s, afte r a development of 20 years, researchers developed an exploration to it from multiple angl es and made big progress in both research depth and breadth. However, although as an im portant index to measure the performance of destination brand construction and the direct embodiment of destination brand strategy operation, the relevant domestic study is rather less and in a stage of exploration. Researchers still haven’t had a comer idea about the def inition, dimension and structural model of it. Selecting the Three Alleys and Seven Lanes as a study site, this paper did an empirical study on its brand equity, aiming to provide a r eference for domestic researches.Based on the Brand Theory of Keller (1993), this paper, choosing visitors of the Thr ee Alleys and Seven Lanes as the investigation subjects, executed an exploration research on the destination brand equity model through a questionnaire investigation. The results s howed that:(1) the destination brand equity constituted of five dimensions, they were dest ination brand awareness, brand image, brand quality, brand value and destination brand lo yalty; (2) the five dimensions of destination brand equity had a relatively close logic relati onship with each other; (3) based on the five dimensions, the upgrade model of destinatio n brand equity was a dynamic system with an internal structure of logic loop and a shape of spiral. The various dimensions working together promoted the upgrade of this model.This study not only enrich the study of domestic tourism destination brand equity, an d on the basis of the research conclusion, it also provide beneficial reference for the brand marketing strategy of destination marketing organizations at the same time.